Amembal & Associates

What Amembal & Associates does

Amembal & Halladay is a privately held equipment leasing and finance training and consultancy firm founded by Sudhir Amembal in 1978 and headquartered in Salt Lake City, Utah. The company operates a platform-plus-modules curriculum delivered through four channels: scheduled virtual seminars (flagship 'Winning With Leasing!' plus specialized sessions on finance/accounting/tax essentials, lease pricing and structuring, ASC 842 customer and lessor perspectives, and Equipment as a Service), a self-paced e-learning bundle (Equipment Finance Masterclass) of five courses priced at $395 each, professional publications, and customized in-company seminars plus enterprise consulting engagements led by Mark Belec and Thomas Matlon covering Lease Management System evaluation, implementation, and asset risk management via the proprietary Asset Risk Classification (ARC) model.

The firm serves independent leasing companies, bank-owned equipment finance entities, vendor lessors, and individual newcomers to equipment finance, with cumulative training of over 80,000 professionals across 80 countries. Its technology footprint is intentionally lightweight: a Squarespace-hosted marketing and e-commerce site, Stripe payment processing, and streaming video for course delivery — there is no AI/ML, API platform, or mobile application. The business model is a mix of low-friction self-serve e-commerce ($150-$395 per seminar or course, one-time book purchases) and high-touch direct enterprise sales (private seminars and consulting, contact-driven through Sudhir Amembal).

Revenue is not publicly disclosed; the company is founder-owned and bootstrapped with no external funding or institutional investors. The competitive position rests on Sudhir Amembal's industry reputation (ELFA Hall of Fame 2016, Monitor Industry Icon 2024, first honorary CLFP credential), Shawn Halladay's expert witness and consulting credentials, and a proprietary content library rather than on technology differentiation or scale economics.

Name

Amembal & Associates

Legal name

Amembal and Halladay

Website

https://amembalandhalladay.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Amembal & Halladay is a Salt Lake City-based equipment leasing training and consultancy firm founded in 1978, serving lessors, banks, and finance professionals globally via virtual seminars, e-learning courses, publications, and enterprise consulting.

Ownership category

akta.pro rank

Product category

Professional Training and Consulting Services

akta.pro primary industry

Valuation, M&A & Corporate Development (EDABAJAN)

akta.pro secondary industry

Governance, Controls & Internal Control Frameworks (EDABAJAL)

Keywords

• Equipment leasing training
• Equipment finance consulting
• Lease accounting seminars
• Lease management systems
• Equipment finance e-learning

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Public Virtual Seminars: One-day virtual interactive seminars offered multiple times per year. Registration fees range from $150-$375 per session. Topics include flagship 'Winning With Leasing!' seminar and specialized sessions on accounting, tax, pricing, and structuring.
2. E-Learning Courses: Five self-paced online courses priced at $395 one-time. Videos expire 12 months from purchase; workbooks serve as perpetual reference guides. Courses cover equipment leasing benefits, management strategies, vendor leasing, accounting, and foundational leasing knowledge.
3. Publications: Book sales including 'Leasing – The Creative Financing Alternative' and 'Accounting for Leases – Embracing the New Paradigm'. Previous best-sellers include 'The Handbook of Equipment Leasing' and 'Winning With Leasing!'. No refunds policy on publication purchases.
4. Consulting Services: Consulting engagements led by Mark Belec and Thomas Matlon covering lease management system evaluation, LMS design/implementation/testing, financial product conversions, and asset management optimization using the Asset Risk Classification (ARC) model.
5. Private/In-Company Seminars: Customized in-house seminar programs for organizations seeking team training on leasing topics. Contact-based scheduling through Sudhir Amembal.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Amembal & Halladay is a training and consultancy firm in the equipment leasing and finance industry. It delivers public virtual seminars and customized in-company seminars, self-paced e-learning courses, professional publications, and consulting engagements covering lease management system evaluation, financial product conversions, and asset management optimization. Its offerings are anchored by Sudhir Amembal's flagship 'Winning With Leasing!' seminar and the proprietary Asset Risk Classification (ARC) model.

Product overview

Amembal & Halladay is a training and consultancy firm in equipment leasing and finance offering a portfolio of products consisting of: (1) Public virtual seminars including flagship seminar 'Winning With Leasing!' plus specialized modules on Finance/Accounting/Tax Essentials, Lease Pricing & Structuring, Accounting for Leases (Customer and Lessor perspectives), and Equipment as a Service; (2) The Equipment Finance Masterclass e-learning platform with five self-paced online courses; (3) Professional publications including 'Leasing – The Creative Financing Alternative' and 'Accounting for Leases – Embracing the New Paradigm'; and (4) Consultancy services for LMS evaluation, lease management, and asset management optimization. The company operates on a platform-plus-modules model where the flagship seminar and e-learning courses form the foundation, with specialized seminars and consultancy serving as advanced or complementary offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Equipment Finance Masterclass: A suite of five self-paced online courses covering equipment leasing topics including The 30 Extraordinary Benefits of Leasing, Management Strategies for Success, Profiting from Vendor Leasing Programs, Accounting for Leases, and Winning With Leasing.
• Winning With Leasing!

Products and services

• Winning With Leasing! (Public Virtual Seminar) The flagship one-day virtual interactive seminar instructed by Sudhir Amembal, attended by over 35,000 leasing professionals worldwide. Covers the benefits of capital and FMV leases, customer needs assessment, objection handling, and strategies to win incremental transactions. Targeted at equipment leasing and finance professionals across independent leasing companies and bank-owned equipment finance entities.
• Mastering Finance, Accounting, and Tax Essentials in Equipment Finance A 90-minute virtual seminar serving as a prerequisite or standalone masterclass covering finance (cash flow, present value, IRR), accounting (lease types, treatment of EFAs, capital and FMV leases), and tax (depreciation, Section 179, bonus depreciation) disciplines. Targeted at newcomers to equipment finance and professionals seeking foundational knowledge.
• Lease Pricing & Structuring A half-day virtual seminar on pre-tax and after-tax pricing considerations, IRR approaches, structuring to lowest present value, impact of bonus depreciation, and passing value to customers. Targeted at equipment finance professionals responsible for deal pricing and structuring.
• Accounting for Leases — A Customer Perspective A half-day interactive virtual seminar on lease accounting terminology, criteria distinguishing capital and FMV leases, financial reporting benefits, partial off-balance sheet financing techniques, creative structures (ETOs, EBOs, subscriptions), and sale-leasebacks. Targeted at customer-side finance and accounting teams.
• Accounting for Leases — A Lessor Perspective A half-day virtual seminar on lessor accounting under ASC 842, covering direct financing vs. sales-type leases, revenue recognition, balance sheet and income statement presentations, blended income approaches, and residual impairment assessment. Targeted at lessor-side finance and accounting teams.
• Equipment as a Service (EaaS) A two-hour virtual seminar on the subscription-based equipment model, covering managed services evolution, customer motivations, vendor issues, documentation, service contract qualification, funding mechanisms, and risk management. Targeted at equipment vendors, lessors, and service providers exploring EaaS.
• Equipment Finance Masterclass E-Learning Course Bundle A bundle of five self-paced online courses simulating live instruction, each 30-60 minutes with in-depth workbooks, available for $395 one-time purchase with 12-month video access. Targeted at individual equipment leasing and finance professionals seeking on-demand foundational training.
• Consultancy Services Consulting services led by Mark Belec and Thomas Matlon covering Lease Management System (LMS) evaluation, lease application and RFP assistance, LMS design and implementation, financial product conversions, and asset management profit center positioning using the proprietary Asset Risk Classification (ARC) model. Targeted at equipment finance organizations undertaking LMS projects or asset management transformation.
• Private/In-Company Seminars Customized in-house training programs for organizations, enabling well-trained and motivated staff development critical to sustainable growth and increased competitiveness. Scheduled by direct outreach to Sudhir Amembal. Targeted at enterprise leasing and equipment finance companies seeking team-wide training.
• Leasing — The Creative Financing Alternative A publication by Sudhir Amembal presenting leasing concepts using a clear, building-block teaching style with easy-to-understand examples, covering the essence and advantages of equipment leasing. Targeted at students, newcomers, and practitioners seeking foundational leasing knowledge.
• Accounting for Leases — Embracing the New Paradigm A publication by Shawn Halladay on the mandatory and complex changes to lease accounting (ASC 842), providing a practical, example-laden approach for sales teams and accounting professionals. Targeted at sales teams and accounting professionals dealing with lease accounting.

Quantifiable outcome

• Trained over 80,000 equipment leasing and finance professionals in 80 countries
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered minor.

• Corplease (Egypt)minorOthersSudhir Amembal served as independent Board member for Corplease in Egypt
• Operadora de Servicios Mega (Mexico)minorOthersSudhir Amembal served as independent Board member for Operadora de Servicios Mega in Mexico
• CMIG Leasing Group (China)minorOthersSudhir Amembal served as Chief Advisor to CMIG Leasing Group in China
• Juxin International Leasing Company (China)minorOthersSudhir Amembal served as Chief Advisor to Juxin International Leasing Company in China
• World Leasing NewsminorOthersAmembal joint project where Kelly Farnham served as Advertising & Sales Manager from 2009-2012
• Equipment Leasing & Finance AssociationminorOthersBob Rinaldi served as past chairman of the Equipment Leasing & Finance Association and currently serves as board director of the National Equipment Finance Association

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• LeaseCrunch: LeaseCrunch is a SaaS lease accounting platform focused on ASC 842 compliance for mid-market companies. It addresses the same lease accounting knowledge gap that Amembal's 'Accounting for Leases' seminars cover, representing a technology alternative to training.
• LeaseAccelerator: LeaseAccelerator provides lease accounting and management software addressing ASC 842/IFRS 16 compliance. It is an adjacent technology vendor that serves the same equipment finance and corporate lease accounting audience Amembal trains, though it competes via software rather than training.
• Odessa Inc. Odessa provides lease management system (LMS) software for equipment finance and leasing companies. It is an adjacent technology vendor whose product adoption directly affects demand for Amembal's LMS evaluation and implementation consulting services.
• Visual Lease: Visual Lease is a lease accounting and management software provider that helps organizations comply with ASC 842 and IFRS 16. It overlaps with Amembal's lease accounting training audience but competes via enterprise software implementation.

Direct peers

• The Alta Group: The Alta Group is a management consulting firm specializing in the equipment leasing and finance industry, offering advisory services to lessors globally. It directly competes with Amembal & Halladay's consultancy arm (LMS evaluation, asset management, strategic advisory) for the same enterprise buyer.
• Foundation of Equipment Leasing & Finance: The Equipment Leasing & Finance Foundation is the research arm of ELFA, producing industry studies (including work by Shawn Halladay) and educational content. It is a direct peer in equipment finance training and thought leadership, with overlapping research-driven content.
• Rinaldi Advisory Services: Rinaldi Advisory Services, founded by Bob Rinaldi (who is also an industry advisor to Amembal), is described as a preeminent equipment leasing and finance advisory firm. It directly competes with Amembal's consultancy services for strategic advisory engagements.
• CLFP Foundation: The Certified Lease Finance Professional (CLFP) Foundation administers the leading industry certification in equipment leasing. It is a direct peer to Amembal's training business, serving the same equipment finance professionals seeking credentialing and continuing education.

Broad incumbents

• Equipment Leasing and Finance Association (ELFA): ELFA is the primary US trade association for the equipment finance industry and offers member training, conferences, and research via its Foundation arm. As the industry incumbent, it competes broadly with Amembal for training dollars and educational content distribution.

Emerging players

• KeyBridge Technologies: KeyBridge Technologies provides consulting and technology services to the equipment finance industry, including business process and systems advisory work. It overlaps with Amembal's consultancy on LMS and operational transformation engagements, though typically for smaller or newer clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amembal & Associates